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Much has been written about the historic nature of the Obama campaign. The multi-year, multi-billion dollar operation elected the nation's first black president, raised and spent more money than any other election effort in history, and built the most sophisticated voter targeting technology ever before used on a national campaign. What is missing from most accounts of the campaign is an understanding of how Obama for America recruited, motivated, developed, and managed its formidable army of 2.2 million volunteers. Unlike previous field campaigns that drew their power from staff, consultants, and paid canvassers, the Obama campaign's capacity came from unpaid local citizens who took responsibility for organizing their own neighborhoods months--and even years--in advance of election day. In so doing, Groundbreakers argues, the campaign engaged citizens in the work of practicing democracy. How did they organize so many volunteers to produce so much valuable work for the campaign? This book describes how.
Elizabeth McKenna and Hahrie Han argue that the legacy of Obama for America extends beyond big data and micro-targeting; it also reinvigorated and expanded traditional models of field campaigning. Groundbreakers makes the case that the Obama campaign altered traditional ground games by adopting the principles and practices of community organizing. Drawing on in-depth interviews with OFA field staff and volunteers, this book also argues that a key achievement of the OFA's field organizing was its transformative effect on those who were a part of it. Obama the candidate might have inspired volunteers to join the campaign, but it was the fulfilling relationships that volunteers had with other people--and their deep belief that their work mattered for the work of democracy--that kept them active.
Groundbreakers documents how the Obama campaign has inspired a new way of running field campaigns, with lessons for national and international political and civic movements.
- Sales Rank: #247828 in Books
- Published on: 2015-01-05
- Released on: 2015-01-05
- Original language: English
- Number of items: 1
- Dimensions: 6.10" h x .90" w x 9.20" l, .0 pounds
- Binding: Paperback
- 272 pages
Review
"Amid all the hype about 'big data' and analytics in Obama's presidential campaigns, one key story hasn't been told in full: how the Obama team built a sprawling and vibrant field organization almost entirely out of volunteer labor. Han and McKenna recount the successes and struggles of this effort, drawing on extensive and illuminating interviews with everyone from senior staff to many of those volunteers. Their account shows how a winning campaign depends as much on old-fashioned shoe leather as on statistical models and multi-million dollar advertising sprees. This is a book that both scholars and practitioners of campaigns should read." --John Sides, author of The Gamble: Choice and Chance in the 2012 Presidential Election
"Groundbreakers is thus an excellent introduction to the practice of organizing, which is an extremely underappreciated facet of American politics...If we are ever going to have a more active and representative political culture, political actors and ordinary citizens alike will have to start taking some cues from Groundbreakers." -- Boston Review
"All students of campaigns should read this book. Highly recommended." -- CHOICE
"A rich and highly readable story about a campaign that made history, not only in terms of whom it elected but also how it did it... At its core, this book shows readers that 'democracy can work when people are given power."
--Perspectives on Politics
About the Author
Elizabeth McKenna is a Ph.D. student in sociology at the University of California, Berkeley.
Hahrie Han is Associate Professor of Political Science at Wellesley College.
Jeremy Bird served as the National Field Director for Obama for America and is a founding partner at political consulting firm 270 Strategies.
Most helpful customer reviews
2 of 2 people found the following review helpful.
How volunteers won the presidency in 2008
By Howard D. Dolginoff
This book is a great play-by-play analysis of President Obama's march to victory, and the army of volunteers that rose to the challenge.
2 of 3 people found the following review helpful.
Innovative mashup where empirical analysis meets ethnography producing Inspirational intoxicant for the grassroots imagination!
By JP
Although many a scholar has penned a case study documenting the campaign strategy, digital tactics, and volunteer management techniques employed by Obama for America campaign most fall into one of two buckets; either the campaign staffer's insider tell-all or the scholarly outsider's definitive record. McKenna & Han demonstrate a third way, by mixing an impressive array of first-hand, ethnographic interviews within an empirical, social-scientific framework for analysis their report offers not only a more accurate encapsulation of the campaign's nuts-and-bolts innerworkings, but illustrates, moreover, an authentic internalization of that very same ethos for which 2.2 million (+2) grassroots volunteers found to an inspirational intoxicant for the imagination too tempting to resist. - Jacob Republicandroid.com
2 of 3 people found the following review helpful.
Best Book on Obama's Ground Game
By Blanca U. Oleary
Best book written about Barack Obama's ground game. Very authentic. Interviews from the people/volunteers that actually did the work, many of whom had never participated in politics at any Level. Some were like me, who had waited decades for a candidate to come along that actually cared about real grassroots politics in America. Barack Obama not only cared, he re-invented grassroots politics in America. Working on President Obama's campaigns is one of the things I'm most proud of, and this book captures that sentiment better than any other book I have read on this subject.
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